To successfully measure the effectiveness of your company’s marketing mix, you must first understand the customer decision journey and which channels are having the strongest impact. And on the flip side, identifying under-performing marketing channels can ultimately lead to stronger ROI and more powerful marketing results. Marketers are turning to attribution measurement – the identification, tracking and measurement of all marketing tactics leading up to a conversion – to better understand buyer behavior and tailor marketing efforts to deliver a more seamless purchasing process.

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